De Bijenkorf’s 155-Year Journey Unfolds in Holiday Campaign

Developed by lead creative agency DEPT®, it forms part of the 155th anniversary celebration that launched earlier this year during the Fall/Winter season. The film brings the department store’s rich heritage to life and highlights the role de Bijenkorf has played in Dutch fashion and culture since 1870.

The film, directed by Johan Kramer and produced by Holy Fools, takes viewers on a journey through de Bijenkorf’s history, from 1870 to the present day. The common thread is the iconic brand ornament, which serves as the centrepiece of the story and symbolizes the connection between generations. The tree and ornament act as silent witnesses to evolving traditions, forming the heart of the holidays and inviting audiences to create new memories. A recurring family portrait provides transitions to each new generation.

Each time period has its own distinct character, enhanced by the choice of filming techniques and lenses. The film opens in black and white in 1870 and progresses through the warm Kodachrome tones of the 1950s to today’s digital present. This reflects the evolution of technology and style, while the essence – the ornament and togetherness – remains constant.

The film’s strength lies in its craftsmanship and attention to detail. Every costume, set piece, and prop was carefully chosen to capture the spirit of its era. Through editing and color grading, past and present flow seamlessly together, making the film feel like a living family album. The result is an atmospheric holiday film that brings together tradition, family, and de Bijenkorf’s signature elegance.